AdWords API to be Released to AdWords Advertisers

This might be one of the biggest announcements for the PPC community in a while. SiliconValleyWatcher.com reports that Google [is] to provide AdWords API to Advertisers. The report discusses that this will probably only be available to larger advertisers at first, as well as 3rd party companies (none named in report) such as Did-It and Atlas One Point. What this will allow is the greater flexibility in managing ones AdWords campaigns, allowing advertisers to write very customized applications to control an infinite number of possibilities with price fluctuations. The possibilities are endless with this, competition, creativity, technological wits and PPC smarts will all come into play. It should make for an interesting future for the PPC industry.